posits that decisions/actions be made based on an individuals' duties and rights
proponents include Kant, John Rawls, and John Locke
Kant believed in a Categorical Imperative
a morality based on humanity's rational capacity and certain inviolable moral laws
example:
you get a prescription for norvasc
you're out of the brand but have the generic
should you fill the Rx with the generic, not tell anyone and bill for the brand?
no... it's wrong... it's fraud... it's unethical
even though the generic works just as well